On March 12, 2026, the International Center for Interfaith and Interreligious Dialogue held an online training seminar for media representatives and social media figures titled “Commercialization of Spirituality on Social Media.” The event was organized by the Center to improve media literacy and explore the complexities of modern religious discourse, with a focus on the risks of digital manipulation and the ethical dimensions of social media activity. Marat Kalizhanov, Deputy Chair of the Board, and Alibek Yesbolatov, Expert of the Committee for Religious Affairs of the Ministry of Culture and Information of the Republic of Kazakhstan, jointly opened the seminar. Experts and participants analyzed current trends, wherein spiritual practices and symbols are utilized as tools for marketing and monetization purposes.
Zarina Kudabayeva, Director of the External Relations and Information Department, and Nazerke Orgara, Senior Department Consultant, provided a detailed analysis of cases illustrating contemporary methods of commercializing content online. Examined cases ranged from paid "spiritual marathons" and "million-dollar prayers" to marketing offers for "secret dhikrs" promised to bring wealth. Experts highlighted a subversion of spiritual values through these media formats, reframing religion as a shortcut to material success, rather than spiritual self-improvement. Seminar discussions noted that in these media products, sacred traditions are often supplanted by “magical thinking” and oversimplified guides to financial success. Such practices may be viewed as a form of psychological and digital manipulation that exploits the religious convictions and spiritual needs of the audience.
Aidana Izbaskan, Senior Expert at the Department of Religious Expertise and Master of Psychology of Religion, outlined the psychological mechanisms used in these media practices—such as displaying symbols of luxury, creating an illusion of a "quick fix," and deliberately lowering the audience's critical threshold. According to Izbaskan, these methods foster a sense that material and spiritual success are easily attainable, which bolsters trust in the proposed practices and diminishes the audience's ability to critically evaluate information. When these psychological techniques are integrated into digital and media platforms, these techniques effectively manipulate emotional and cognitive responses, creating an illusion of personal efficacy and rapid results through various rituals and practices, the expert emphasized.
Dulat Zhakiyanov, Director of the Department of Methodology and Reporting, concluded the expert panel by addressing legal aspects and "grey zones" in current legislation, specifically risks associated with digital religious activity. He emphasized that conducting online sermons without proper registration and organizing non-transparent fundraising (so-called "online sadaqa") may be classified as illegal missionary activity, carrying administrative penalties under Kazakhstan law. Zhakiyanov placed special emphasis on the phenomenon of destructivism, highlighting the need for preventive monitoring. He noted that seemingly isolated instances of destructive ideology online can impact social stability; therefore, early intervention is essential to prevent systemic risks.
In closing, the organizers noted that the line between sincere spiritual enlightenment and manipulative "info-business" is becoming increasingly blurred in the digital age. In this regard, such events are intended to equip the media community with the skills for critical content analysis, helping journalists and bloggers avoid ethical traps and legal risks.
The event concluded with an open dialogue and a Q&A session involving representatives of religious associations. The online seminar convened over 50 participants from across the country, including representatives from leading media outlets (Kazakhstanskaya Pravda, Egemen Qazaqstan, Din zhane Zaman, Baq.kz, Beine.Pro, KazIslam, etc.), television channels (Saryarqa, Novoye Televideniye), and radio (Zhana FM), alongside theologians, regional officials, and graduate students of religious studies.
The seminar confirmed the importance of an interdisciplinary approach to studying the digital religious environment and building media literacy among journalists and bloggers. The International Center for Interfaith and Interreligious Dialogue will continue to implement these initiatives to promote a responsible media space and foster a culture of conscious engagement with religious content.
